Model for Testing Trust in E-Commerce

The concept of consumer trust in e-commerce (EC) is a topical issue, widely studied by several researchers, developed a lot in the last decade and materialized in several conceptual models of trust in online shopping. The company’sCompanies tendency to buy online has intensified due to the COVID-19 pandemicCOVID-19 pandemic. This paper presents three specific reliable models selected from the literature (Corbitt et al. in Electron Commer Res Appl 204, 2003 [2]; Mannan in A study of the significant factors affecting trust in electronic commerce, pp. 8, 13–16, 2008 [10]; Oliveira et al. in Comput Hum Behav 153–164, 2017 [13]), for which a critical analysis is performed in order to identify the advantages of the models, respectively their limitations. Starting from the critical analysis of the models, a conceptual model was developed to test the consumer trust in EC, which would contribute to solving the limitations. The paper is completed by the procedure for validating the designed model and drawing the most important conclusions.